Rivian has unveiled the Ecto-R1, a Ghostbusters-themed electric SUV, for the Halloween season.

The custom-built vehicle is modeled after the franchise’s iconic ghost-hunting car.

Real, custom-built Ecto-R1 vehicles are touring select locations as part of the campaign.

A software update brings ghostbusting visual and audio effects into production Rivian cabins.

Promotional spots for the campaign feature comedic icon Bill Murray.

The seasonal features roll out to current owners through over-the-air updates.

Rivian plans to keep the themed interface through the autumn holiday period before reverting it.

Observers say software-defined vehicles give brands new flexibility to entertain drivers.

Read the full article for more details on Rivian’s Ecto-R1.